Traditional Chinese Society Essay Example | Topics and Well Written Essays - 2250 words

Traditional Chinese Society - Essay Example Mencius and Confucius are the major characters supporting the lowering of women dignity in terms of social positions. The Ming dynasty of traditional Chinese, was considered different in the way they exercised power. Sima Qian one of the great grand historian, explains how patterns of dynastities were practiced in the past. He was given the responsibility of compiling document of the Chinese heroes by his father before he passed away. Brook (37) suggests that in the Late Ming Courtesan, there three policies brought out periodically by different characters, they included the transmission, transaction and the transfiguration. Transmission policy took about the portrayal of courtesans, in a particular historical mode mediating itself in distinctive contexts and genres. In this policy, Hongyu Huang explains how Wu Weiye tries to allegories a courtesan’s disaster in the invigorated poetry as history convention. This was in turn accepted by eighteenth century imaginary tale and late Qing opinionated poetry. Wu Weiye himself was groundbreaking stature in Chinese writing establishing in office, a new poetic style called Meicun ti. The sequence of Wu’s long tale that contain the seven syllabic lines, expresses the Ming Qing family upheaval with the stress on people’s predicaments in the face of countrywide and personal crises. The Wu’s famous rhyme â€Å"Ballad of Yuanyuan,† customarily customary construes the better cynicism against the whole turncoat Wu Sangui and compassion for unplanned femme fatale. Transaction policy involves economic exchange to the distribution of cultural capital, gawk and body sandwiched between patrons and courtesans. Lawrence Yim reviews Qianyi’s poet, which involves how Qian Qianyi and Liu Rushi that made a very nice corpus called exchange poem, at the commencing of their relationship in the late Ming. The poetry becomes a fascinating object in collection of the Ming –Qings customary and lite rary memories. Its purpose is not to go over the Qian-liu legend, but to probe the intriguing parts of female’s body in their replaced poems (Mungello 46-47). Transfiguration policy tends to undercut the circuitousness of desire and the descriptions of history, by suggesting radical subjectivity characteristic to woman or the complexity of the subjectivity itself. In this policy, Ling Hon Lam studies an obscure called untalented where she defies her biographers’ narrative finality with the Ming’s downfall. The late Ming courtesans went through gender boundaries by skillful self- performance as poets, loyalists and knights-errant. Paradoxically, this suggested an aura tic image of a male subject integral rather than challenged, but was capable of holding onto despite the globe around him falling apart. This obstruct also discusses an obscure courtesan called Xu Feng and a chuanqi opera with a title called Xinghua Shan, is attributed to her. She gets married to a quiet family of Changshu and she is seen performing like lampoon of liu due to her incompetence in poetry and over behaving amidst her patrons. We find that the two biographies composed by Qian’s associates, describe the mysterious execute of Xu Feng with her ferocious apparition correspond with the submission of Nanjing. In traditional Chinese society, women were greatly oppressed due to the fact that men were seen as the central part of the family. For instance, the forerunner to whom a Zhou or a Shang family king made

The U.S. has only 2 major political parties, Democrats & Republicans Essay

The U.S. has only 2 major political parties, Democrats & Republicans. While there are a number of smaller parties, only those 2 - Essay Example This paper shall consider the strengths and the weaknesses of this two-party system in America. It shall also consider why this is the case and whether or not such system is good or bad for the country. This essay is being undertaken in order to establish a comprehensive and academic discussion of the issue while considering all the relevant elements which impact on the governance and politics of this country. Discussion America’s history has had a major influence on its current two-party system. As was mentioned, this system traces its roots back to the American Civil War when the Federalists and the anti-federalists were at opposite ends of the political continuum. From then on, although its application has not been as extreme as was seen during the years preceding and those following the civil war, the two-party system became the dominant political belief system of the US. The people widely accepted this system and as years, many elections, and political regimes passed, cha nging such system became an unthinkable consideration (Wood and Sansone, 2000). The belief system in the US has also been largely shared and supported by the people. Where other countries have a wider range of beliefs with more disagreements in between, America has mostly considered two major parties. These parties were considered in the elections, but it has not negated the existence of other viewpoints. â€Å"The broad ideological consensus in the United States encouraged just two large parties – with overlapping points of view-whose main focus is to win elections, not to represent vastly different sets of beliefs† (Wood and Sansone, 2000). The two-party system has been the norm in the United States because its electoral system has been traditionally run as a winner-take-all system, not so much a proportional representation system (Janda, Berry, and Goldman, 2008). In this case, the winner is the candidate who gets the most number of votes, not the candidate who wins the majority vote. In the elections, one person can represent people within a small area or district and no matter how many representatives run, the candidate with the most number of votes still wins (Janda, Berry, and Goldman, 2008). For parties with smaller members and supporters, they often end up losing the elections and have a hard time making any kind of difference in the electoral process. Third parties have tried to penetrate the two-party system in the US, however, only few have made any lasting impact on the political system. The winner-take-all system has mostly left them no chance at winning any seat in the elections (Schmidt, Shelley, and Bardes, 2008). These parties have included the Free Soil party, the Know Nothings, the Liberty party, the Greenback party, the Populists, and similar minimal and almost inconsequential parties (Wood and Sansone, 2000). Other democratic nations have allowed as many candidates to run for office, and as many of them who win proportional votes can later be considered as representatives in office. In the United States however, these various interest groups and candidates have been encouraged to â€Å"work within the two major parties, for only one candidate in each race stands a chance of being elected under popular voting† (Janda, Berry, and Goodman, 2008, p. 245). This political system has worked well for the United States since it has ushered in many

Lobbying Practices Of The Coca Cola Company

Lobbying Practices Of The Coca Cola Company Lobbying is a practice of influence the decision made by the government (in group or individual). Lobbyist is the people who work for the company to influence or convince the legislator or the law makers to make the decision in favor of the company. Currently 38 lobbyists at 7 different firms lobbying on behalf of Coca Cola Coca Cola being one of the top brand in the beverage industry was not one of the ethical companies in the industry. Coca Cola and its products have been criticized for various reasons such as health effects , unfair labor practices , high levels of pesticides in its products , environmental destruction and monopolistic business practices . There were many cases on Coca Cola for its unethical practices :- 1.The Bigio family The Bigio family who were currently living in Canada filed a law suit against Coca Cola on April 27 ,1997 in the United States . They claimed that Coke had purchased Bigio family property in Egypt which was illegally seized by the Egyptian Government in 1960s because they were Jewish. The Case was filed in US federal Court under the Alien Tort Statute which gives non US citizens the right to sue in US courts for alleged violations of international law. In 1994 the Bigios had warned coke not to go ahead with the acquisition of the Bigios property without compensating them but Coca Cola didnt listen to their warnings and went ahead with the deal and purchased the property without compensating the Bigios . Coke argued that the case should be dismissed as the court lacked jurisdiction and that the case had become old and that the claims made by the Bigios were baseless and that they had been removed from the property some 25years before. (Wikipedia ,2010) 2. Monopolistic Competition Pepsi Co had filed a case in the US accusing Coca Cola of monopolizing the market of fountain dispensed soft drinks in the US. In June 2005 , Coca Cola agreed to end all its deals with shops and bars in Europe to stock only Coca Cola products after the EU interfered and found Coke business practices to be stifled competition. In Nov 2005 Coca Colas Mexican unit and a number of cokes distributors and bottlers had been fined around $68 million for unfair commercial practices . 3. Trade Practices in Mexico Coca Cola had its second largest market in Mexico where they had a 70% stake in the market. At the time only Pepsi was their biggest rival but then a new brand name Big Cola entered the market with a cheaper price than Coke. By 2004 Big cola had acquired a 5% share in the market and was still growing. Big Cola grew and became popular because half of the Mexicans were poor and they preferred the cheaper Big Cola than Coca Cola so Coke had to lower its prices and change its pricing strategies in Mexico . On July 04 , 2005 Coca Cola and its bottlers were charged of violating the monopoly and anti competitive business practices as they were accused of threatening the small business owners to stop selling Big Cola. (Knol,2010) 4. Philippine unfair competition case Coca cola was accused of unfair competition and on Jan 21,2008 the Philippines National Bureau of Investigation raided three of cokes warehouses for illegally possessing imported bottles of a competitor RC cola . The makers of RC cola filed a complaint for unfair competition and Coca Cola released a statement saying that they respect competition and always have maintained a fair play policy . (Absolute Astronomy ,2010) 5. Channel Stuffing settlement On July 27,2008 , Coca cola had to pay $137.5 million to settle a shareholder lawsuit. Coca cola was accused of channel stuffing or artificial inflation of their results to give investors a false picture of the companies health in the market . They were forcing some bottlers to purchase unnecessary beverage concentrate to boost its sales and show higher sales to the investors. 6. Pesticide use in India Coca Colas products that were produced and distributed in the Indian market contained pesticides such as DDT , lindane ,malathion and chlorpyrifos which all contribute to cancer and a weaken the immune system of the human body. The centre of Science and Environment found that the drink produced in India by Coca cola contained 30 times the level of pesticide residues that were permitted by the EU. The Indian government formed a committee which was given the task of developing worlds first pesticide standards for soft drinks. Both the soft drink giants Pepsi and Coca Cola opposed the move and stated that the lab tests werent reliable enough to prove or detect traces of pesticide particles in the drinks. Coca cola responded to the acquisitions by stating that their plants filter water helps to remove all the contaminants and that all their products meet the minimum health standards before they are distributed in the market. During this period Coca Cola had a drop of 11% in their sales . 7. Water Use Coke was accused of draining the underground water table in India and releasing industrial wastes . It was estimated that Coke used 15 million liters of ground water everyday for product and bottling operations and using 65 wells thus depleting the underground water levels. Studies found out that the contaminated water contained heavy metals such as lead and cadmium. When farmers refused to accept the wastes coke allegedly dumped the wastes in their farms in the middle of the night. Coca cola was also accused of consuming so many gallons of water that it created sever water shortages and destroying the soil of the neighboring farms . The Coca Cola plant used 9,00,000 liters of water last year and the water which was to be used by all users was being used up by Coca cola alone. (Knol,2010) 8. Columbia Controversy In 2001 Coca colas bottling companies had been linked to many controversies. These included the murder of eight union leaders. Violence, abductions and torturing of the union members were a common practice in Colombia. It is said that these practices took place under the knowledge and directions of the bottling companies who had hired paramilitary forces. In order to remove the permanent union workers the union offices were burned down and the union workers and their family were threatened. This was done so that cheap contract workers could me brought in place of the permanent union workers. In 2004 a fact-finding delegation from New York was sent to Columbia to inquire about the above controversies. The delegation found that there were 179 major human rights violations. The companys managers did not take any interest in investigating the complaints of the workers that led to the conclusion that human rights were overlooked and that their labors were under threat by the company. 9. Guatemala Controversy As the Columbia bottling franchises even in Guatemala there were controversies with the bottling plant. Union members were murdered which done under the knowledge of the bottling plants managers. These murders led to the cancellation of the bottling plants license in 1981. Many complaints were lodged against the company. The court case against the company is still going on Guatemala. 10. Israel and the Middle East Controversy Coca cola has had its bit of bad times in the Middle East. The company first came into news when the company tried to open up a franchise in Israel in 1949 but they were not given the permission to do so. Coca cola was tensed that it would not be allowed to sell its product in the Middle East so they decided not to sell its products in Israel. Coca cola was accused of doing business with Israel in 1961. An Egyptian civil servant made these accusations. He did so because he mistakenly took the Amharic writing as Hebrew, which was written, on the coca cola bottle. After the accusations the manager of the company said to the press that coca cola would never do business with Israel. According to coca cola Israel was a very small market for coca colas operation. Five years later coca cola again came into the lime light for the wrong reasons. In 1966 a Tel Aviv businessman criticized the company of boycotting Israel from its operational market just to sell its products in the Arab market. The anti defamation league which is situated in the United States took up the matter. Coca cola was questioned for not operating in Israel. It was also said that if Israel was a small market to operate then why was coca cola operating in Cyprus, which was one-tenth the size of Israel. This created some serious pressure on coca cola to open a franchise in Israel or else facing a boycott of their products in the American market. These questions forced the company to open a bottling plant in Tel Aviv. This move hampered its growth in the Middle East as coca cola was boycotted from 1968 to 1991 due to the economic boycott of Israel. In 2000 the coca cola label created controversies, which was created in 1886. According to reports the label contained hidden anti-Islamic phrases in the mirror image in Arabic. Worst hit by the rumors was Egypt. Sales in the Egypt market fell to 10 to 15 % since 2000. The rumor was so widespread that the grand mufti of Egypt said that the label does not show anything against the Muslims or Islam and he also stated that he himself haves a coca cola drink almost daily. In 2002 Mecca cola was launched in order to avoid the usage of American goods. Mecca cola was introduced by a French Tunisian as a substitute for coca cola.(Wikipedia,2010) Boycotts and Other Allegations In Support of the allegations against coca-cola, they faced numerous boycotts. From 2005 Over 23 American universities including NYU and University of Michigan banned the sale of coca cola products on their campus and this boycott still continues. Other universities in Canada and Britain are following the footsteps of the American universities by switching over to Pepsi in all their social functions. Not majorly for health reasons but in response to the bottling plant deaths. Coca cola still did not respond to these boycotts and continued refuse investigation into the bottling plant death case. A few other major boycotts that coca-cola faced were such as its products being banned from the 2006 Winter Olympics. In 2004 Its products were also boycotted by various trade unions in the EU, such as UNISON (the largest), ECSOY (European young socialists) and so on. From 1998 another major allegation faced by coca-cola was racial discrimination in America and Africa. Coca-cola was first accused of racial discrimination against the African-American in matters such unequal pay, representation in the company and even promotion within the company. To add to this in Africa Coca-cola was also charged of having a policy of Whites only management staff. To all this Coca-cola first denied all allegations but later on in 2000 they agreed to pay $192 million to settle their case in America. They also agreed to promote a fairness policy in all aspects of their business but in 2003, it was found that no such policy had been implemented. But later in 2004 they did and were forced to put up management practices and be one of the 10 most diverse companies. As mentioned above In 2005 the EU found Coca-cola for carrying out monopolistic acts such as having exclusive deals with Bars and restaurants to exclusively sell only Coca-cola products for which these places got a fixed amount of money every year and fringe benefits such as fridges to store these products. Coca-cola was then fined and had to end all such deals and act in a competitive manner. A similar case in America in 2000 was dropped against coca-cola. Coca Colas Response To address major allegations against Coca-cola which had yet to be solved such as the bottling plant deaths in Columbia or the Pesticide/Water use in India. Coca cola came up with a response by launching a website WWW.COKEFACTS.ORG . On this website Coca-Cola claimed that all allegations against them in Columbia were false and that they did not engage in such activities. They urged a further investigation into the matter by the Columbian Attorney General, a respected independent third party investigation and their own internal investigation and the Columbian Vice President.   None of the above found Coca-Cola guilty of any wrongdoing. They rather claimed the firm did more good for the country, its economy and its community by creating jobs, generating income and overall improving the standard of living. In regards to India, Coca-cola claims that an official study showed that they did not deplete the water level. They also accused the investigators of having an unreliable report on pesticide use, They claim that all their raw materials are tested before the final product being produced. Conclusion Therefore to conclude this report on ethical business culture and trade practices of Coca Cola, some basic elements that can be adopted by Coca Cola are like Develop worldwide code of ethics, by these we mean that the statement given by the companys business culture is not true and the company should come up with a proper solution to this problems and should not tolerate any human rights infractions in any of its plants, or by any of its subsidiaries. Consider ethical issues in strategic development, while making the strategic the company should consider ethical issue and develop its strategy according to it. Develop periodical ethical impact statements, when they are promoting any of its product they should make an ethical statement with it as it will help them to improve the companys image in the minds of consumer.

Propaganda, Stereotypes, and the War on Drugs Essay -- Media Stereotyp

Propaganda, Stereotypes, and the War on Drugs The West has constantly been fighting the use of illegal drugs for decades by Propaganda. Propaganda ‘is a form of manipulative communication designed to elicit some predetermined response’ (Inge, 1981, 322). Governments have been using many propagandistic methods to reduce the consumption of illegal drugs such as marginalization or creating stereotypes. By creating a certain stereotype for the drug users and dealers, governments believe that people would try to avoid drugs so they won’t fit the stereotype. Extensive researche has been performed on this issue and there was no support that this propaganda tactic made a significant difference in the use of illegal drugs. To understand the reason behind the anti-drug movement and the development of stereotypes, one should know the history of the prohibition of certain drugs. One of the first drugs that were prohibited was Opium. This was due to the large amount of Chinese immigrants which consumed opium. â€Å"Powerful labor unions such as the American Federation of labor feared competition from Chinese laborers who were quite hard working and generally willing to work for lower wages. Labor Leaders vilified the Chinese as opium-crazed fiends who preyed sexually upon young white girls† (Preston, 2001). Since then individuals who consume opiates carried the stereotype of being rapists and evil-doers. In the early twentieth century, minority groups such as African-Americans and Mexican-Americans consumed marijuana. One of the main reasons marijuana was prohibited was to ‘drive Mexican-Americans out of the United States and â€Å"back† to Mexico’ (Blum, 1997).To create prejudice against Mexican-Americans, a stereotype was formed which... ...ertysoft.com/liberty/reviews/60bradford.html>, consulted on March 30th, 2004. FITZPATRICK, Michael (2001). â€Å"The Lessons of the Drugs War†, Spiked,. Online at: , consulted on March 30th, 2004. INCIARDI, James A. (1992). The War on Drugs II: The Continuing Epic of Heroin, Cocaine, Crack, Crime, Aids, and Public Policy. Toronto: Mayfield Publishing Company. INGE, M. Thomas (1981). A Handbook of American Popular Culture, Vol.3. Connecticut: Greenwood Press. MacCOUN, Robert J. and Reuter, Peter (2001). Drug War Heresies. Cambridge University Press. PRESTON, Keith (2001). â€Å"The Political Economy of the War on Drugs†, Free Republic,. Online at: , March 30th, 2004. SOLOMON, David (1968). The Marihuana Papers, 4th Ed. The New American Library, Inc.

Frankenstein Paper Final

Mary Shelley, the author of Frankincense, views nature as being both sublime and beautiful, but lives that the latter is a more powerful emotional tool and thus Uses it accordingly in her book to influence the mood and emotions of characters. Mary Shelley uses incredibly detailed and expressive language to paint realistic portraits for the reader of the elegance of the setting behind the novel. Ruined castles hanging on the precipices of piney mountains; the impetuous Rave, and cottages every here and there peeping forth from among the trees, formed a scene of singular beauty† (68). Victor makes this observation of his surroundings, and it is quite easy to see through the secretive language, that Shelley wants us to fully understand and behold the beauty of nature. Notice she does not use adjectives like â€Å"astounding' or â€Å"daunting† implying that this particular locale is more aesthetically pleasing than it is awe inspiring. In one spot you view rugged hills, ru ined castles overlooking tremendous precipices, with the dark Rhine rushing beneath; and, on the sudden turn of a promontory, flourishing vineyards, with green slopping banks, and a meandering river, and populous towns, occupy the scene† (120). In this example Shelley has painted an easily imaginable strictures vista, one that could easily be plucked out of any fairy tale. While we can easily see through her description that the landscape is so striking it might cause a mix of awe and fear, she chooses to focus on the more artful aspects that lends it lens of elegance.While it is easy to find example of Shelley conviction that nature is beautiful, it is just as easy to notice that she does include the properties that imply she also thinks of nature as being sublime. A prime example of this is on page 1 20 where Henry Cleaver describes a storm he has seen in such vivid detail that the reader can actually eel the tension and dread of the moment when it was experienced, despite t he fact that it was being recounted in a story. Where the snowy mountains descend almost perpendicularly to the water, casting black and impenetrable shades, which could cause a gloomy and mournful appearance, were it not for the most verdant islands that relieve the eye by their gay appearance; I have seen this lake agitated by a tempest, when the wind tore up whirlwinds of water, and gave you an idea of what the water-spout must be on the great ocean, and the waves dash with fury the base of the mountain, where the priest and his mistress were overwhelmed by an avalanche, and where their dying voices are still said to be heard amid the pauses of the nightly wind. As dictated in is writing On the Sublime and the Beautiful, Edmund Burke says that something in nature that is sublime causes†Ã¢â‚¬ ¦ Astonishment; and astonishment is that state of the soul, in which all its motions are suspended, with some degree of horror. In this case the mind is so entirely filled with its obje ct, that it cannot entertain any other† Here Edmund states that in order for something to be sublime it must cause certain amount of dread, a sentiment mirrored by the fearful manner in which Shelley has Cleaver describe the forces of nature.This notion of equivalency between apprehension and sublimity is echoed many times throughout the book, most commonly when describing mountains. † But it was augmented and rendered sublime by the mighty Alps, whose white and shining pyramids and domes towered above all, as belonging to another earth, the habitations of another race of beginnings† (68). In this quote Shelley implies that the Alps are so incredibly imposing and sublime that they eave the ability to impart a level of sublimity to the wilderness surrounding them, just through association.Overall Selfless definition of sublimity is the same as Edmund Burke's and she reflects this in the way she evokes a sense of dread with her depictions of scenery. Victor Frankince nse, the main character, is a man whose mood swings from one extreme to the other rapidly. When a pivotal moment in the plot has stemmed from Victors emotions that emotion almost always was initially caused by his observations of the intrinsic beauty of nature. This is reflective of Shelley faith that evicting the beauty of nature is more stirring to the reader than depicting it as sublime.While examples of this can be found almost every few pages, there are some in particular that illustrate the power of Mother Nature's beauty particularly well. â€Å"The present season was indeed divine: the flowers of spring bloomed in the hedges, while those of summer were already in bud: was undisturbed by thoughts which during the preceding year had pressed upon me, notwithstanding my endeavors to throw them off, with an invincible burden† (48).This is a thought Victor has when reflecting on how markedly his lath and disposition has improved. Here one can notice that Shelley rather than having Victor comment on the awe-inspiring properties of the wilderness around him, has him explain how its aesthetic value has improved his demeanor. The previous quote was an excerpt taken from the beginning of a hiking trip that Victor and his best friend embarked on, and this quote is from a short period of time later on the same trip. L remained two days at Lausanne, in this painful state of mind. I contemplated the lake: the waters were placid; all around was calm, and the snoopy mountains, wherein Victor ascribes the restorative effects that the scenery has on him â€Å"the palaces of nature,† were not changed. By degrees the calm and heavenly scene restored me, and I continued my journey towards Geneva. † (Shelley, 51) Here Victor clearly states that the allure of the nature that engulfs him has had a direct effect on his emotions, by allowing him to regain his happiness.At one point Shelley attempts to use sublimity to solve Victor's emotional degradation, but one can easily see that this, â€Å"These sublime and magnificent scenes afforded me the greatest consolation that I was capable of receiving. (69)†, is not very elated nor interesting. These examples quite clearly illustrate Shelley belief that nature is mostly beautiful rather than sublime and because of this uses it to realistically influence characters moods.In conclusion Mary Shelley uses the same definition of sublimity as author Edmund Burke in his work On the Sublime and the Beautiful, that in regards to nature, sublimity means that it instills a measurable degree of fear in those who behold it. That being said Shelley acknowledges that nature can be beautiful as well, and when she depicts it as such, it allows the reader to become more emotionally invested n the moment and to greater identify with any character.Rubric for Analytical Writing: Essay pursuing an interpretation of a text or texts Exceeds Expectations (A) Meets Expectations (B) Meets Some Expectations (C ) Fails to Meet Most Expectations (D or F) Thesis/ Ideas: The core assertion of an analytical essay, the organizing principle of the Inquiry. The thesis is clear, insightful, specific, arguable, significant, and overall intellectually demanding. It may require a reader to consider whole new and interesting view of the text. The thesis is clearly stated at the end of the introductory paragraph.Fulfills demands of the assignment. 18-20 The thesis goes beyond the observational and makes a claim, but fails to be fully coherent, or stretch beyond familiar readings. Or, thesis makes claims that are difficult to fully support. The thesis may be buried, or slightly out of synch with argument. 16-17. 9 The thesis goes beyond observation to make an argument, but the argument is one with which disagreement is impossible. The thesis does not follow logically from the rest of the introductory paragraph. The thesis may be in pieces that do not fully connect. 14-15. 9There may be a statement of th e essay's topic, but it presents a list of subtopics rather than a unified claim. Thesis remains observational, general, factual, or is not useful for understanding the text. A reader asks, â€Å"So what? † The thesis is not stated, or does not correspond to the argument. 0-13. 9 Argument/ Organization: The case in support of the thesis, including an introduction and conclusion. The essay has a clear organizational plan reflected through effective transition phrases. The argument satisfies demands of the thesis; topic sentences are clearly expressed corollaries of the thesis.The argument is based on focused paragraphs that each develop a singular claim. 27-30 The argument is well-sequenced, solid, and builds a compelling case. The argument is substantial in both range and relevance. The argument may not fully explore the implications of the thesis, but fleshes out most of its requirements. Separate points may seem inconsistently connected, so that at times a reader must wait to see their value until another Step in the argument. 24-26. 9 The argument has an intentional sequence, but does not make a compelling case.The argument does not explore the implications of the thesis but lashes out some of its requirements. Separate points are disconnected; even upon further reading the reader is left to guess as to their connection to the argument. The argument contains some generalizations that fail to engage with specifics of the text. 21-23. 9 Argument contains logical gaps or organizational defects. The argument may seem to be pursuing separate observational points whose relationships are not clear. The argument lacks clearly stated corollaries or topic sentences that link back to the thesis.The argument relies on vague generalizations hat fail to engage with the specifics of the text. 0-22. 9 Evidence: Direct quotation, factual and us Mary detail to be examined in support of the argument. Relevant textual evidence supports the argument and is placed in cont ext. The author artfully incorporates direct quotation and provides ample analysis of that evidence. The author has carefully selected and edited the essential evidence, preserving the intention of passages. Evidence supports interpretation, not observation. Plot supports specific points. 640 Evidence fully supports some points, but may be unevenly conceptualized, incorporated, or analyzed. Occasionally, analysis of the evidence appears redundant The author may provide slightly more than the essentials of a quoted passage, or has edited quotation down too far to preserve its original meaning. Evidence primarily works to support interpretation. Some extraneous plot summary may slow the argument. 32-35. 9 Evidence partially supports some points but does so leaving gaps so that the reader must supply connections between evidence and argument. Often analysis of the evidence appears either redundant or insufficient.

Cloud Computing Industry Analysis

Report – 2012 Cloud Computing Industry Analysis Submitted ByRomi Narang (197) Suryadeep Gumber(212) Rajesh Anuragi (196) Smith Rakesh (194) Neha Chavan(221) Neha Agrawal (224) Chandrika Gailot(229) 1/10/2012 Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Cloud Computing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 WHAT ARE THE NECESSITIES OF CLOUD COMPUTING? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 What are the needs of PaaS, IaaS, SaaS (Cloud Families)? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 6 Pricing Models †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 PESTLE Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 11 Technological Infrastructure required for Cloud Computing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 17 Cloud Computing – Drivers Vs Inhibitors †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. 8 Global cloud computing market size& Future growth †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 CLOUD COMPUTING AFFECTING FIRM BOUNDARY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 Web 2. 0 and Cloud Computing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 31 Porter’s 5 Forces Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 35 1. Cloud ComputingCloud computing refers t o the provision of computing resources like computing power, applications, computing infrastructure and business processes in manner that is scalable as per requirement and can be shared in order to gain economies of scale. These provisions are delivered as a service over the internet (or any other electronic network) and the service can be accessed by the end users via a computing device. The data and application related information relevant to the end users business/personal needs is stored on remote servers.The term ‘cloud’ is used for the abstraction of the complex network infrastructure that is used for providing the service. [1] Figure 1. Logical Diagram for Cloud Computing: [2] Office building analogy for cloud[4] A more effective way to explain the concept of cloud computing is to compare it with an office building. An office building can accommodate multiple companies belonging to different types of industries. Although some companies can go for privately manag ed maintenance/servicing of their own office, it will be extremely economical and cost effective for all companies to go for shared services that are used by all.These will mostly comprise of some essential and fundamental utility services. Likewise, Cloud computing enables sharing of the computing resources, management of which by a single company could be taxing and uneconomical. The flexibility, immediate availability and cost effectiveness of the maintenance, hardware and platform development offered by cloud computing can be compared with the electricity coming out of every wall of an office building, the underlying technical aspects being abstracted from the user. Figure 2: Cloud computing compared to shared office space[4]Players in the Cloud computing world: [1] Vendors: Provide applications and enabling technology, infrastructure, hardware, and integration. Partners: Collaborate with the vendors and provide support services to customers. Business Leaders: Either use or eval uate various types of cloud computing offerings. Types of Cloud computing services:[3] Private Cloud: The cloud is owned by a particular customer with the required infrastructure and technology residing either on-site or off-site. This type of service is costly but provides better security.Public Cloud: The cloud is owned by a large organization or company specializing in cloud computing services. The cloud can be rented for use to anyone willing to pay for it. It is the cheapest type of cloud computing service but because of its public nature it is deemed to be less secure. Hybrid Cloud: It consists of multiple private and public clouds. 2. WHAT ARE THE NECESSITIES OF CLOUD COMPUTING? 1. Information Technology penetrated in day to day life very fast With the starting of Internet era, most of the people and majority companies in the world became dependent on the services you could get to with a click of the mouse.The best example may be the free email (Gmail/Yahoo mail), the chat te chnology (Yahoo Messenger), Social Networking websites (YouTube, Facebook, Twitter). One can’t imagine life without them. That’s where the cloud was born. You need cloud data centers to run that stuff. 2. Cheaper source of Technology One may look for quality or ease of access but in the end the main thing that’s at the top of everybody’s mind is the economy. Cloud data centers are fundamentally different because they are built for very large user numbers and for a particular focus. Traditional data centers cannot compete on cost.In fact it’s no competition on the cost front. 3. Go Green In the scenario where environment is one of the biggest concerns, cloud computing seems as a perfect option as there is no paper etc required. The data is saved over internet as digital signals. Nowadays digitization of everything is becoming a trend among all top multinational companies. 4. The never ending and always expanding data The data is ever increasing and it probably always will. It seems to grow at about 60% a year and it doesn’t pause for breath. It won’t stop, even if you cry at it.But like old email, you never access most of the data and at the same time you also don’t want to delete it. So saving it all in the cloud makes sense clearly. 5. Unlimited Access This is almost impossible to stop users accessing anything they want on the Internet. One may be able to blacklist some web sites (adult sites etc) but one can’t want to prevent users from finding useful capabilities on the Internet. And those are cloud apps by any definition. There’s a wealth of it and it’s a boon to us. 6. No need for continuous software development Cloud computing is the best way of software development.There was always two types of software development; the mission critical stuff that gives us business traction, and the rest. We need not to worry for it. It’s the competition that drives the software developm ent and thus making it cost effective. 7. Emergence of cloud computing as an ecosystem The cloud computing has created an environment and hence various companies and developers create applications that support this environment, just like Google which is no more a website but an ecosystem. [4] 3. What are the needs of PaaS, IaaS, SaaS (Cloud Families)? PaaS: What is it? [5]The way of renting hardware, operating systems, storage and network capacity over the Internet is called PaaS(Platform as a Service). It allows the customer to rent virtualized servers and associated services for running existing applications or developing and testing new ones. Features:[8] 1. All the services needed in the process of making an application like developing, testing, deploying, hosting and maintaining applications is integrated into the same platform. 2. It is very user friendly as different user interfaces can be easily created using various web tools available in PaaS. . Various users can simultane ously use the same application process because of it’s â€Å"tenant architecture† feature. 4. It is used for billing and subscription management. 5. Integration can be done via common standards with web services and databases. 6. It has built in feature to handle load balancing and failover. Revenue: Figure 3[9] Players: Amazon, IBM, Microsoft, Rightscale, Wipro, Adobe, Oracle, Vmware, TCS, Sales Force, Google, VirtuStream, NetMagic. Which industry can use it and why? [11] Telecommunications industry can use PaaS.With the advent of 3G and popularity of Mobile VAS, PaaS products like Flypp that enable telcos with faster go-to market applications and reduce risk and operational overheads are predicted to see increased adoption. SaaS: What it is? [5] The model in which applications are hosted by a vendor or service provider and made available to customers over a network, typically the Internet is known as SaaS (Software as a Service) Features[8] 1. 2. 3. 4. It is used in commercial applications for accessing web It has a central hub for software management It uses the star network model for oftware delivery It has a feature called â€Å"application programming interface† which is used to link different softwares 5. Time to time upgradation of software and recovery of system patches is not required to be monitored by the SaaS users. Revenue Figure 4[9] Players: IBM, Microsoft, Synage, Wipro, Oracle, Vmware, TCS, Salesforce, Google, VirtuStream, NetMagic. Which industry can use it and why? [11] Healthcare industry can use SaaS. With medical tourism flourishing, India is slowly becoming a haven for healthcare services.Healthcare industry is also advancing its IT platforms to touch the global standards. This industry’s key worry of system consolidation can be addressed by SaaS solutions. Iaas: What it is? [7] A model in which an organization outsources the equipment used to support operations, including storage, hardware, servers and netwo rking components is called IaaS (Infrastructure as a Service). The service provider owns the equipment and is responsible for housing, running and maintaining it. The client has no obligations and he only pays on a per-use basis. Features:[8] 1.Dynamic scaling can be done 2. It allows access to multiple users on single hardware 3. It is based on the model of utility pricing and hence has a variable cost 4. Resources are distributed as a service. Revenue Figure 5[10] Players: Amazon, Go Grid, Wolf Frameowrks, Microsoft, Rightscale, Wipro, Oracle, Vmware, TCS, Google, IBM, Net Magic, Reliance Data Centre. Which industry can use it and why? [11] Government and public sector can use IaaS. With current e-governance initiatives driving on a PPP model, immense investments are being made on the IT infrastructure front.For projects like Aadhaar, the UIDAI is contemplating on the adoption of a cost-effective cloud based model that can provide effective and scalable processing of large databas es. 4. Pricing Models Elastic pricing or Pay-as-you-Use model Elastic pricing model is a model that incurs less wastage and lower costs as under this system customers are charged based as per their usage and consumption of a service. As the users are keenly aware of the cost of doing business and consuming a resource (since it’s coming from their pockets) therefore the awareness of cost and selective usage is quite prominent.When to use it? 1. When there is Unpredictability of resources . 2. When there is limitation of budget. Fixed or Subscription based pricing The simplest pricing option where the customer organization is billed on a fixed monthly basis is known as fixed pricing. The consumer is billed the same amount every month without consideration for actual usage. When to use it? 1. When requirements are well defined. 2. When more control over the budget is required. 3. When it is required to use the cloud for a longer periods. Spot pricing for cloud It is a new concep t in cloud computing, where market forces will decide the pot pricing model i. e. , when the demand of computing and storage resources is higher than the price of services will be higher and vice-versa. Cloud chargeback Customers are charged on the basis of usage. Benefits of this model are: 1. 2. 3. 4. Resource utilization can become more visible. Forecasting, budgeting and capacity planning can be facilitated. It encourages the use of new emerging technologies. It facilitates justification and allocation of cost to their stakeholders and business units. Adoption of cloud computing models in India Findings on the basis of survey done by E&Y recently: 1. 2. 3. 4.Annual contract based modelling is mostly opted by large enterprises. Resource based usage model is adopted by SMB segment in majority. Potential customers are not satisfied with single pricing model. Pricing structures offered by vendors should be easy to understand, transparent and cost efficient. Figure 6 [61] 5. PESTLE A nalysis Figure 7 Political Regulations Even with Internet’s rise to the Horizon, it took many years for policy makers to set up common norms and procedures regarding the internet’s usage. With the current popularity of cloud computing policy makers are more proactive in addressing technological changes.Regulations are still at a very nascent stage for Cloud computing: There are various government policies involved in that need to be incorporated by vendors to successfully implement cloud. There are various issues like security, privacy, location and ownership of data, that hinder the growth of cloud computing. Some vendors like Amazon Web Services have addressed certain issues by deploying local infrastructure in main markets (US and EU). [12] Government projects Cloud computing has the potential to provide good level government service deliveries to the people despite the government agencies suffering from resource constraints.US government has an estimate to spend al most USD 20 billion on cloud computing related products. Figure 8[13] The federal government has a complete cloud related strategy that can be described below. ? Develop a decision framework that can be used to migrate services to cloud ? Find the services that can be migrated to Cloud and their time frames ? Calculate the resources required to move the services to cloud. Figure 9[13] Economic Various multinational companies have reduced their IT spending in lieu of the economic slowdown that has hit the economy hard. JP Morgan recently cut their IT spending. 14] Cloud computing helps cut costs in following ways ? By lowering opportunity cost of running technology. When it comes to technology only 20% of the time and effort goes into running technology which is where all the value lies. By using Cloud computing the 80-20 can be reversed as time required to manage the OS and hardware gets considerably reduced. ? Capital expenditure shifts to operating expenditure. Figure 10[15] ? Ren ewed focus on core activities With the movement from traditional operation to cloud, A company gets a lot of time focus on its core activities. Recently, Netflix moved on to the Amazon Cloud service (AWS EC2).Social Figure 11[18] Internet has been the most disruptive social phenomenon of the past couple of decades and has found its use in both professional and personal activities. The number of internet users is close to 2. 23 billion[18] and growing. Figure 12[12] Internet users Since cloud being an internet based technology its adoption has a greater probability. The future generation will no doubt be connected through the internet for both personal and professional lives. Social media has grown from strength to strength and now even companies are focused towards the use of social networking to find opportunities for their growth.Technical Technology has taken great strides over the last 2 decades and IT infrastructure and service sharing has become a great source of growth for so me companies. With high speed of internet, low connectivity issues, higher security standards and modularization of environments, it has become easier to implement cloud. Figure 13[12] IBM IT Transformation Roadmap The IBM IT transformation road map suggests how the IT has transformed over the years and it is headed straight towards the adoption of cloud computing on a major level. LEGAL There is currently no legal framework designed for the adoption on cloud computing.There are local regulations on free flow of information between countries. Figure 14[16] There are a few questions that are raised by the law structure when cloud is being implemented. 1. Who is the controller? 2. Which law is applicable 3. Transfer outside the country? The future of legal policies appear uncertain and they can easily keep a lid on growth of cloud computing Environmental IT contributes 2% of the world’s CO2 emissions in the world which is the same as the Airline industry[12]. Other than CO2 emi ssion IT produces 2 million tones of electric waste as well.Cloud Computing is one of the ways to reduce the environmental impact of IT industry. Most of the electric waste would become obsolete with the evolution of cloud computing. Figure 15[17] Total PESTLE Impact Diagram Figure 16[12] 6. Technological Infrastructure required for Cloud Computing Following Infrastructure is needed for Cloud computing: 1) 2) 3) 4) Computing Infrastructure Network Infrastructure Storage Infrastructure Linking Infrastructure a. Linking to Network b. Linking to Storage Depending upon the service required (IaaS or PaaS or SaaS), these infrastructure elements can be owned by the client or the Cloud service provider.As per the CIO. com article are as follows: [1] , there are seven important aspects of any cloud infrastructure, these 1) Heterogeneous System Support Other than leveraging the latest software and hardware systems, the cloud infrastructure should also be compatible with the legacy and traditi onal systems of the organization and should also support the existing infrastructure. 2) Service Management In order to make the cloud offering successful, the cloud service should be able to provide proper resource (e. g. CPU cycle or storage etc) guarantees, transparent metering rules of the service and proper billing cycles.Also, the service should be able to be managed and deployed easily and quickly. 3) Dynamic Workload and Resource Management For providing truly on demand and virtualized services, it is important for any cloud infrastructure to manage the resources and workload as per the required service level agreement to the consumer. And hence in case of peak load, prioritize resources in order to be highly efficient and performance driven. 4) Reliability, Availability and Security Reliability, Availability and Security are important aspects of any service, whether it is provided through cloud or through the traditional model.Hence any cloud infrastructure should provide a smooth transition to the cloud service without compromising on any of these aspects of the system. 5) Integration with Data Management tools It is possible that cloud computing management solutions do not fully take the place of the traditional systems and data centers. Hence the cloud infrastructure should be able to integrate with these out of the box systems and data centers to provide a hassle free service to the clients. 6) Visibility and Reporting An important feature of the cloud service is the ‘pay as per-use’ facility.Hence to fully achieve this objective, the cloud infrastructure should support detailed levels of visibility and reporting regarding the usage, service level agreements, compliances, system and network performances, billing schedules etc. 7) Administrator, Developer and End User Interface Most Cloud infrastructures provide user interfaces and portals to hide the cloud service complexities from the end user and in a way also provide the ability to manage these cloud services in a simple yet comprehensive way. [19] 7. Cloud Computing – Drivers Vs Inhibitors Inhibitors for Cloud ComputingA report published by IBM [20] (IBM Academy of Technology, Thought Leadership White Paper, October 2010) based on the survey conducted on 110 Cloud implementation Projects, revealed that the major concerns for implementing Cloud were issues involving security, lack of perceived value proposition by the customers, lack of standardization and lack of funding for implementation. Some of the other factors include- complexity concerns, lack of skills, concerns about reliability and availability of cloud, technical immaturity etc. Figure 17 Source: IBM Academy of Technology, Thought Leadership White Paper, October 2010 [20]Security [20] Security is one of the major concerns specially in public cloud implementations. Most customers are worried about the privacy and integrity of their data. The concerns may increase even more if the cloud is sh ared among other customers, who may be your competitors. Hence according to the IBM survey most companies are interested in implementing the private cloud (instead of going for the public Cloud). Standardization [20] As Cloud Computing is an emerging technology, the processes and implementations are not yet standardized.Each of the Cloud implementers provides their own solutions. There are no industry wide standards yet developed for Cloud computing. Hence this lack of hardware requirements, software, operating system and processes act as an inhibitor for implementing cloud. Value Proposition [20] Implementation of Cloud is much easier if value which it provides in terms of meeting the business requirements and cost benefits can be explained to the customer. Hence lack of tools and models that assist the customers to calculate the return on investment and value proposition pose a deterrent in cloud implementation.Complexity and Integration [20] Most customers today run a host of app lications including numerous legacy tools. Customers are looking integrated solution for all their applications from the cloud providers. Hence the doubts over integrating all solutions and also reducing complexity are one of the concerns of the customers in implementing cloud. According to Keane White paper [21] on â€Å"Cloud Computing – Clear thinking about its risks, benefits and success factors† impediments to cloud Adoption are as follows: 1) 2) 3) 4) 5) Security Privacy / Compliance Immaturity of vendors / Offerings Risk Mitigation Legacy ApplicationsDrivers for Cloud Computing BENEFITS [20] The study conducted by IBM based on 110 Cloud implementations revealed following results: ? ? ? Around 80% of clients acknowledge benefits in sharing of IT resources through highly virtualized infrastructure by implementing cloud. Around 60% achieved ease-of-use through self service with rapid delivery. Taking about public clouds specifically ? ? ? Ease-of-use is 85% (as com pared to 60% overall by both public and private cloud users) 68% benefit from pay-as-you-go Charging model 63% benefit from Internet / Web based CloudFigure 18 Source: IBM Academy of Technology, Thought Leadership White Paper, October 2010 [20] According to Keane White paper [21] on â€Å"Cloud Computing – Clear thinking about its risks, benefits and success factors† benefits of Cloud solution are as follows: 1) 2) 3) 4) 5) 6) Cost Capability / Scalability More Green Organization Agility Collaboration Focus According Deloitte report on â€Å"Cloud Computing – Forecasting Change – Market overview and Perspective† [22] Figure 19 Source: Deloitte Report on Cloud Computing – Forecasting Change – Market overview and Perspective [22]Deloitte’s perspective on perceived and real impact of cloud Inhibitors [22] Figure 20 Source: Deloitte Report on Cloud Computing – Forecasting Change – Market overview and Perspective [22] 8. Global cloud computing market size& Future growth According to the report called â€Å"Sizing the Cloud† of independent research firm Forrester Research the global cloud computing market would fetch the $241 billion by 2020[1] as compared to $40. 7 billion in 2010. It could be possible cause of rapidly growing of cloud computing services.Figure 21 According to this report, Software-as-a-service(SaaS) would have a significant share in the total revenue. This segment would offer more opportunity growth than any other segments. The SaaS would have the leading position in the Cloud Computing market by holding the $92. 8 billion by 2016[23]. According to IDC by 2015[24] nearly 24% of the software purchaseswould be service enabled software. SaaS delivery will have the share of around 13. 1% of worldwide software revenue and 14. 4% for applications. Global Corporate Mobile SaaS Market will be at $1. billion in 2011 and will grow to $3. 7 billion by 2016 with Compound annual growt h rate of 25. 8% according to latest Strategy Analytics Wireless Enterprise Strategies. It will be possible by integration of business application on smartphones, tablets and other wireless devices[25]. Deloitte has estimated that cloud based usage will replace 2. 34% of IT spending in 2014 and further it will rise to 14. 49% in 2020[26]. Figure 22[26] Cisco’s Global Cloud Index forecasted that the transition of workloads from traditional data centres to cloud data centres will exceed in 2014.This year would be the crucial year when workloads through cloud data centres (51%) would be higher than the traditional data centres (49%) for the first time. If this trend would be continued then cloud workloads would be dominating to the traditional work load by 2015. The Compound annual growth rate expected to be at 22% during 2010-15[27]. Fig 23[27] According to Gartner, Insurance industry would have a higher rate of cloud adoption (34%) compared to their enterprise counterparts (27 %) in the Small & Medium Business (SMB) category. Fig 24[28] Complete analysis of Cloud Computing in Asia [8]Fig 25[30] Indian Market In terms of market size, Indian market holds only $990 million compared to global market $ 109 billion7. It is predicted that India would be having market of $3-4 billion by 20157according to Zinnov Management Consulting. On the other hand Nasscom and Deloitte consulting estimated that Indian market would be worth of $16 billion by 20207. It is also estimated that India would have a huge potential growth in future cause of millions of Small & Medium Business who are not able to afford to invest in the expensive business software solutions.Vishnu Bhatt, head of cloud services at Infosys says that, â€Å"About 60 per cent of enterprise workloads will be on the cloud in five years, from the current nonexistent levels†. Four different types of market opportunity are there in the India. Roughly 25 per cent of the Indian market is in â€Å"private c loud† business cause of security reasons. Other three opportunities lies in the â€Å"public cloud† as Saas, PaaS, & in Iaas. Independent software vendors (ISVs) like†Infosys, Wipro etc. † are the middle players who serve to small clients from the big players like Microsoft and Salesforce.The entire cost is borne by the end users, on an average the ISVs make around 20-30 per cent of the total revenue. Around 3000 ISVs are there in India and nearly 1000 of them have tied up with the Microsoft and Salesforce. So we can say Indian cloud market mostly depend on the ISVs[29]. 9. CLOUD COMPUTING AFFECTING FIRM BOUNDARY Start-ups Cloud computing reduces initial investments of the start-ups by reducing capital investment in a data center. In cloud computing the infrastructure for data storage is provided by the cloud providers which help start-ups in reducing their investment.Cloud computing does not eliminate the development cost but helps start-up companies to foc us on their core competency without hiring people with expertise. Cloud computing also helps different software companies (start-ups) to expand their offering by partnerships with big firms (exa-IBM). [32, 33] Due to this lowered capital cost the companies were able to prove their products on less initial capital. . In 2011, 1339 companies received a total of US $5. 8bn in first-time financing (an increase of 7% in capital raised and an inc of 19. % in deal numbers, compared with the same period in 2010). The data shows that Venture capitals are taking interest in investing on these small amounts since the risk is low. This helps the entrepreneurs in cracking more deals as supported by data. [34] SMB’s Cloud computing will help SME’s in modeling their business. Since it is cost effective, now companies are targeting these small and medium size businesses. These firms were not able to implement ERP due to high cost and lack of IT infrastructure. Now due to cost cut of t he infrastructure they can use cloud for their business. iON will enhance India’s global competitiveness by giving 35 million Indian SMBs access to world-class, simple-to-use and scalable technology tools. SMBs can use the power of iON to build their business advantage and compete on the global stage,† said N Chandrasekaran, chief executive officer and managing director, TCS, and chief architect, iON, in a statement. [35] The table below shows the share of small & medium businesses in different countries. In India Tata Consultancy Service is targeting $1 billion revenue from these small and medium businesses firm [36] over five years.Figure 26[37] A survey taken from Zoomerang (in April 2011) for small and medium businesses has shown that 77% of the small and medium businesses are not using cloud computing for their businesses and 52% of them will use cost effective IT management and maintenance sources. Figure 27 [39] A report published by Microsoft has shown that ther e is high potential for cloud adoption in SMBs. As per the report the number of companies with between 11 and 25 employees will potentially double till next wave.In 101 – 250 employee segment 33% companies will adopt cloud in the next wave. [38] Figure 28[38] Cost effectiveness of cloud computing will help startups and SMB’s in adopting it ,which in turn will help them in making their process efficient and as the result â€Å"SMBs will be able to challenge big businesses†. [40] Venture Capital Investment The diagram below shows the growth of public cloud and its comparison with the overall IT. The public cloud services are growing strongly with a rate of 18%, which is a positive sign for the companies providing cloud services. 42] This growth is also attracting the Venture Capitalist. Currently, not much of the investment is done on this sector and there is a strong chance of investment. [43] Figure 29[42] Venture capital is also affected by government regulatio ns. A report published by Josh Learner shows the impact of copyright policy changes on Venture capital investment in cloud computing companies. The data provided in the table in Appendix A has shown the investment of venture [41] capital quarter wise for cloud service firms in U. S. A. Figure 30[41]The figure below shows the ratio of investment in cloud computing companies to investment in all IT companies. A drastic change can be seen in the graph after the copyright policy changes. [10] Figure 31[41] A survey taken in 2012 by Deloitte regarding global trends in venture capital shows the confidence level of investors of different countries in different industries. The first graph shows the confidence level of venture capital investment sector wise and the second graph shows the confidence level of respondent’s country in cloud computing. 44] Figure 32[44] Figure 33[44] According to the article of NASSCOM Deloitte â€Å"Deconstructing the cloud – The new growth fronti er for Indian IT – BPO sector† cloud computing will affect by making (below points are directly taken from the article) [40] Lines blur between consumer and enterprise IT – Initially innovation was driven by enterprises but now trends have been changed and innovations are driven by customer segment also e. g. blogging, social networking and cloud is fast helping merge this divide between consumer and enterprise. IT drives arket-facing differentiation for businesses – Cloud will be a net positive impact on existing service lines while opening up new â€Å"product† opportunities Cloud have a net positive impact on existing service line revenues, though traditional IS outsourcing and testing service providers will have to re-invent existing models Uptake will vary across industries because of different drivers and barriers Cloud will alter the industry landscape – commoditization of IT through cloud computing will reduce entry barrier bringing s ome new breed competitors.Partnerships and alliances will be key to succeed in the Cloud ecosystem [40] 10. Web 2. 0 and Cloud Computing Web 2. 0 and Cloud computing have changed the way we develop, deploy and use computer applications. The World Wide Web had seen a transition from traditional publishing model to the new collaborative information creation model. [45] Web 2. 0 uses network as a platform for sharing information, creating content, & making a virtual community, in contrast to the websites where users can simply read the text (passive viewing of content). Web 2. includes some of the most widely known and used applications blogs, social networking sites, YouTube, wikis, Twitter, web applications etc. [46] Figure 34: Web 1. 0 & web 2. 0 Structure [47] Cloud computing services in nature are Web applications which deliver desirable computing services on demand. It is thus a natural technical evolution that the Cloud computing acquires the Web 2. 0 technique. [50] Cloud compu ting defines the way the applications are deployed. It offers infrastructure as a service (IaaS), platform as a service (PaaS), and software as a service (SaaS).As per the requirement of resources, the processing power and memory gets allocated in an elastic manner. [45] The cloud is often misinterpreted as a combination of clusters and grids. However, in reality, clouds are next-generation data centres which are dynamically provisioned as per the user demand used for personalized resource collection for fulfilling specific user needs and accessible through â€Å"Web 2. 0† technologies. [51] Web 2. 0 and Implications on cloud computing Web 2. 0 contributes to the front end of the business, cloud computing contributes to the back end of the business.Combining both, web 2. 0 & cloud computing, both front end as well as some of the back end of the business can be outsourced. The work can be performed from anywhere, teams may not be at the same location thus collaborating the inf ormation using, web 2. 0 tools, cloud, mobile technologies. This is the concept of virtualized organizations. [53] Statistical Support David Osimo shows how web 2. 0 applications have grown masively. He uses the data from Technorati, Wikipedia, Myspace, Youtube and Nielsen-Netratings for analysis.His findings can be seen in Figure 2.. [10] Figure 35: Growth of Web 2. 0 applications [54] Cloud computing is addressing two different market needs [50] 1. Large scale web applications (‘web 2. 0 markets’) – scale-out cloud E. g. Google Traditional data centre computing (‘enterprise market’) – server clouds E. g. Microsoft 2. Figure 36: Evolution of World Wide Web [48] Cloud computing is integral to web 2. 0. It brings all sorts of user data along with operating system online and enables content sharing platform making the use of storage devices unnecessary.Web 2. 0 provides the collaborative functionality that helps in sharing documents and making c hanges on a real time basis regardless of their locations. This along with cloud computing allows for online storage of data avoiding the use of hardware, data centres as well as software replaced by online web applications like Google documents. There can be two kinds of customers for cloud [49] Those that need to scale up (achieve higher scale) at low costs 2. Those that want to eliminate data centre model and choose pay-as-you-go model 1.Many technologies like grid computing, peer to peer computing contribute directly to cloud. Thus, web 2. 0 provides users the capabilities of easy sharing and accessibility of data with anyone, from anywhere. Applications like Google doc, face book are managed by cloud storing huge amount of user data at one place and making it readily available to everyone anytime. These applications are one type of services, software as a service. Users have their own hardware at place, and use their own platform to run these cloud applications. The software re sources like application servers, database servers, IDE etc. re not required. Other kind of services include application as a service where users have their own hardware at place and rent platforms from cloud to develop customized software. Finally infrastructure as a service means the complete virtualization of business with storage at cloud. Hardware and computing also need not be performed at the site but takes place in cloud. Resources like storage, computing power are not required. [52] With the advent of web 2. 0, cloud computing got a boost as people could create and access any amount of information without having to worry about its storage.Google is the best example. It provides many services and applications like, Google doc, spreadsheet, YouTube all of which are cloud based and help sharing information on a real time basis. The real time sharing of knowledge is what is made possible though combination of the two. Cloud is incorporated in the next version of web 2. 0 retain ing the features of web 2. 0 and adding new ‘elasticity’ to the whole application or business deployment. 11. Porter’s 5 Forces Analysis Threat of new entrants ? ? ? ? Low barriers to entry Relatively lower development costs Low fixed costs Huge potential marketBargaining power of suppliers: ? ? High for few big players. Can depend on the type of service provided. Bargaining power of buyers: Existing competitive landscape ? ? Intense rivalry. Presence of big, small & niche players. ? ? Dependent on the size of the buyers. SMEs’ power can increase with standardization of offerings. Threat of substitutes: ? Mild threat from open source computing Figure 38 1. Existing competitive landscape: The Cloud computing market comprises of both small and big players causing intense rivalry.But there is a large variety in the type of products and services required by customers and so there is room for big, small and niche players. There are the big players providing end -to-end services like IBM, Amazon, Microsoft etc, pure players like Salesforce and niche players like Dell-BOOMI (specializes in Cloud Integration), Rackspace (leader in managed hosting services) and small players like Zenith. [55][56] 2. Suppliers’ bargaining power: Since there is a huge potential for demand from SMEs and few big players like Google, Amazon and IBM, the bargaining power of suppliers is quite high.Bargaining power could vary according to the type of service provided. E. g. In case of an IaaS service, switching cost for customers might not be very high since the offering is largely undifferentiated, but same cannot be said for a SaaS offering. Also there are is no clear rule of law for regulation of the data stored on the cloud. Data stored on the cloud could be subject to less stringent action by the regulatory authority than that stored on a personal computer. This could make the switching costs for the customers quite high. [57][58] 3.Buyer’s bargain ing power: Bargaining power of buyers can be said to be dependent on the size of the buyer’s business. In case of SMEs, the bargaining power can be said to be low since many of the suppliers in the cloud computing market are large corporations. Whereas the buyer’s bargaining power can substantially dominate the supplier if the buyer itself is a large organization. The bargaining power of SMEs can increase if with the standardization of the services which will be facilitated with establishing proper regulatory compliances. [57] 4. Threat of new entrants:With the huge potential market among the SMEs, it is expected that many new entrants from the SME segment itself will enter the Cloud computing market with low cost offerings. This expectation lies on the fact of low fixed costs, relatively lower costs of developing a product and low barriers to entry. [57][59][60] 5. Threat of substitutes: Open source computing can be considered as a substitute for Cloud computing servi ces. But it can be expected that the SMEs will prefer Cloud computing over open source due to higher switching costs in case of open source and lower costs of cloud computing services. [57]References Online: 1. 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